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Brand Awareness - With Reference 2 AIRTEL - Kolag
Brand Awareness - With Reference 2 AIRTEL - Kolag
Brand Awareness
With reference to
“AIRTEL”
VISAKHAPATNAM
Regd.No.
Under the esteemed guidance of
Project Guide
(2007-2009)
CERTIFICATE
Date: ()
Place: Vizianagaram Project Guide
DECLARATION
been prepared by me during the year 2008 in the month of June and July is
I also declare that this project is a result of my own effort and that it
has not been submitted to any other university for the award of any Degree
or Diploma.
CONTENTS
CHAPTER-I
Introduction
Need for the Study
Objectives of the Study
Methodology
Limitations of the Study
CHAPTER-II
Industrial profile
Company profile
CHAPTER-III
Theoretical framework
CHAPTER-IV
Analysis of study
CHAPTER-V
Summary
Findings
Suggestions
Questionnaire
Bibliography
Glossary
CHAPTER-I
• Introduction
• Need for the
Study
• Objectives of the
Study
• Methodology
• Limitations of
the Study
INTRODUCTION
Marketing
organizational objectives.
can be divided into four sections. Often called the "four Ps'".
They are:
opinions and feed back from the users. An opinion survey with
the Airtel mobiles with the other cellular service providers, and
Reference to Airtel
• Coverage
• Call centers
• Billing
OBJECTIVES OF THE STUDY
Cellular.
provided by Airtel.
customers.
market players.
METHODOLOGY
secondary data:
Sampling
Deliberate sampling:
Systematic sampling:
select every 15th name of list, every 10th house on one side of
systematic sampling.
Stratified sampling:
Quota sampling:
judgment.
Cluster and area wise sampling:
Multi-stage sampling:
Sequential sampling:
The time and cost factors affected the size of the sample.
MARKETING
were unable to locate some of the items they desired most and
Importance of marketing:
whole.
What Is a Brand?
marketing.
follows:
those of competitors.
functional benefit "I won't have to buy another car for several
admires.'
prestige.
high quality.
secretary.
If a company treats a brand only as a name, it misses the
desirable later.
Mercedes must project this in. its brand strategy. Mercedes must
live on image only. Eyeballs don't equal sales, and logos don't
create loyalty. Consumers want to know what you arc all about
and why they should trust you enough to purchase your product.
our lives.
company. “Over the last few years. People didn't realize how
hard branding really is.” Koehn says. But its rewards are equal to
is-s difficulty.
your product or service offers that'll make them try it. The
know.
Brand Awareness:
DEFINITION:
u
The act of creating public awareness of a specific brand in
know about a company, they will not purchase from it. Therefore,
customers.
WIRELESS MEDIA
Cellular Telephony:
business/economy,
was then called, soon came to represent the global system for
mobile communication as it achieved the status of a world wide
are presently offering only GSM based mobile services. The new
licenses for the 4'1 cellular licenses that were awarded in July
2001 too, have opted for GSM technology to offer their mobile
services.
cellular phone call was made at the princely cost of Rs 16.80 per
from the fact that India's mobile party is in full swing. And that it
and operators -is pulling out all the stops to make sure that the
license has sorted out the key regulatory concerns. Sure there
come down to S25 per subscriber- once again, among the lowest
in the world.
steroids.
CELLULAR WORLD
and thus lower cost. Cell systems are benefiting from this
products.
and are now in the hands of million of consumers. They are now
device that counts, but the cost of using the device. Today, more
than ever, cellular companies are looking for ways to bring down
in metropolitan areas.
that reduce cost and increase quality. After knowing about how
CELL PHONES
An Overview
area.
frequency range.
When the user wants to make a call, the cell Phone sends a
telephone number.
of this section.
CELLULAR PHONES
the area served by one cell phone tower, The concept of cells is
cells fairly close to each other, the cell phones may broadcast at
levels, they use small transmitters and small batteries, and thus
are able to tit in a shirt pocket, unlike amateur radios can occupy
a tabletop.
Cells are typically spaced around 1-2 miles apart but can be
closer cell spacing due to their higher frequency and lower power
cell1'. The Kingdome and New York subway are two examples of
where micro cells are used. Micro cells may also be used to
increase overall capacity within a heavily populated area such as
city's core downtown area. In fact, homes may have "Pico cells''
Overview
given time within a city , it certainly would not work for everyone
Nyquist limitations.
Instead of sending data as various voltage levels, a digital
FDMA
reserves the frequency channel for the entire duration of the call.
acquire channels.
wasted analog channel can only used by one user at a time, not
TDMA
to the phone tor the duration of the call. TDMA also requires
the call was encoded with, the digital audio signal can be
"pass-bands."
since CDMA offers far greater capacity and variable data rated
depending on the audio activity, many more users can be hi into
and CDMA cell site equipment is 3-4 times the price of TDMA
equivalents.
GSM:
Since the GSM timeslots are smaller than TDMA, they hold less
date but allow for data rates starting at 300 bits per second.
GSM. This means that calls will jump between channels is used to
between the cell tower and the phone. To compare with the
CALL HANDOFF
user travels between cells, one cell must hand the eel! off to the
other cell. The cells must also not interfere with each oilier. Tins
begins to fade, the cell tower determines which cell is the closest
cell. Upon finding this information, the current cell tower sends
phone. At this point, the new cell tower picks up the call and the
old drops the call as the cell phone switches frequencies. This
new tower picks up the signal. Often these "hard" handoffs fail
when the new tower tries to pick the call up, leading to frequent
dropped calls.
have more bandwidth), this allows for 7 ceils before ceils have to
reuse frequencies. Generally, there are 0-2 cells and 10-20 miles
interference.
band in CDMA, every cell tower can access the whole 12.5 MHz
SECURITY
security. There are two worries: other people listening into phone
Therefore, even if the person with the scanner finds the channel
and time slice you are using, they would need to find the
is prevented.
Wireless Data
and at the offices, and we would like to use these resources while
traveling. This is the goal that "wireless data" hopes to
accomplish.
Analog Modems
bits per second. This is slower than the maximum possible rate
modem.
Networks)
lines, packetized digital data may be sent over this line. CDPD
which would happen if two packets were sent at the same time
kilobits per second data rate. Using a teemed system, the CDPD
b) Hutchinson Telecom:
d) BSNL:
AIRTEL
mid day or mid night: Whether it's someone at the other end of
About Airtel
a phone call away from any one on the planet, always. However
handset.
Battery
Adapter/Charger
This is the food for your battery. Connect it to your phone
instantly connect you to, the AIRTEL network, and put you in
touch with the world. Your SIM card will already have the
which you can access directly from the phone book built into
Getting Connected
Before you say "HELLO" for the first time on your AIRTEL
Saying 'Hello'
phone or the button you use to make a call of the button you use
to end a call.
you have to dial the local code followed by the landline number
98490XXXXX, 98660XXXXX.
Dial the three digit landline number you want. E<;; 108.
Hyderabad.
00449743XXXX.
Dial 00 or -t- then the country code and the cellular number
Eg;0891XXXX.
This 4 digit password helps ensure that not just anyone can
you are given a default password 0000. You can change this
one. If your card does not get blocked you can call 24 hour
number from your AIRTEL phone. Our personnel will help you
unblock it.
Be Careful
cut.
field.
Replacements
number will not be changed when you replace the SIM card.
To prevent misuse of the AIRTEL phone in the case the
or 121 toll free number from any AIRTEL phone. The AIRTEL SIM
Preactivated STD/ISD
STD/ISD call.
Fun till the end! You don’t have to bother about a minimum
of India like West Bengal and Bihar, where Airtel is not present,
you get the facility of receiving calls and sending SMS. You can
also now make and receive calls, send and receive SMS while
roaming on.
International Roaming
trot across the globe, letting you receive incoming calls and send
SMS while roaming in more than 100 countries with 150 plus
networks.
ROAMING :
are, with the Airtel Roaming facility, one can use their Airtel
those who need you because you pay for the long distance
And to make life much simple.-:, you will get only one bill that
India or around the world. Airte! brings roaming along with its
roaming partners. With roaming you will have just one phone
Payment Options
Now the Airtel customers can pay their bills easily through
Cash.
Cheque.
Credit Card.
Pay Online.
ATM Networks
Reference Interconnect Offer
applicable.
Transit Traffic.
CHAPTER-III
• Theoretical framework
quality. In the fine arts, branding began with artists signing their
firms.
program. They find out which brands satisfy their needs and
can safely invest in the brand and reap the benefits of a valuable
asset.
competitive advantage.
of the product itself. Gillette, Merck, Sony, 3M, and others have
speech).
Defining Brand Equity
feel, and act with respect to the brand, as well as the prices,
market share, and profitability that the brand commands for the
have seen, read, heard, learned, thought, and felt about the
brand over time. In other words, the power of a brand lies in the
same circumstances.
brand equity.
the brand.
amount.
such as Michelob, Miller Lite, and 7Up saw sales decline in the
the brand. Consumers will decide, based on what they think and
feel about the brand, where (and how) they believe the brand
consumers. At the end of the day, the true value and future
Puffs an help.
equity, the primary input comes from the product or service and
prospect has with the brand, the product category, or the market
Analysis of Study
ANALYSIS OF BRAND AWARENESS OF AIRTEL SERVICES TO
Male 90
Female 10
70
60
50
40
30
10
20
10
0
M ale Fem ale
being spent.
30% of the respondents have chosen postpaid service since
provides them.
C on nection Type
70
70
60
50
30
40
30
20
10
0
P repaid P ostpaid
Occupations of the Respondents
its customers, mainly its SMS and its value added services.
Occupation Number of
Respondents
Public Sector Employee 5
Private Sector Employee 30
Business Men 20
Students 40
Others 5
category.
According to the survey the student community
40%.
40
40
35
30
30
25
20
20
15
10
5 5
5
0
Public Sector Private Sector Business Men Students Others
Employee Employee
Factors Considered while taking cell connection
providing to them.
connection”.
30 30
30
25
25
20
15
10
10
5
5
0
Brand Im age Services C all charges Availability All the above
Services Provided by the Current Service Provider
40
35
30 25
25 20
20
11
15
10
0
E xc elle n t Good S atisfied N o t S a tisfie d
How they are aware of various service providers
advertisements.
Only two customers have aid that they have cam to know
about the cell service providers through all the above stated
means.
The following are the observations that are made from the
“News Papers”.
c) 40% of the total respondents are aware of the product
through “Friends”.
through “Advertisements”.
“Hoardings”.
40
40 36
35
30
25 20
20
15
10
4
5
0
Hoardings News Papers Friends Advertisements
Are you aware of Airtel Services
60
50 40
40
30
20
10
0
Yes No
Have you used Airtel Connection Before
Many of the respondents said that they haven’t used the Airtel
connection before.
And only few of them have used Airtel before and have shifted
before
72
80
70
60
50
28
40
30
20
10
0
Yes No
Reasons for shift to other service provider
The respondents who have used Airtel and shifted to other cell
Many of them said that they have shifted to other cell service
reasons.
signal coverage.
operator.
d. 3 respondents have shifted from Airtel due to
15
16
14
12 10
10
6
3
4
0
2
0
High Call Charges Im proper Signal W ant to try new Others
operator
Interested in using Airtel In future
They also said that if the call charges have been reduced they
The Post-Paid customers who have shifted from Airtel said that
Airtel.
service provider.
following way:
b) 36% of the total respondents have said that they are not
70
60
50 36
40
30
20
10
0
Yes No
Rating about the services provided by Airtel
Some of them have stated that the customer care and the call
“Excellent”.
is “Satisfactory”.
network coverage.
30
30
25
20
15
15
10
5
5 0
0
Excellent Good Satisfied Un Satisfied
II. Rating for the Customer Care:
is “Excellent”.
care is “Satisfied”.
35
30
25
20
15
10 10
10
5
0
E xcelle n t G oo d S atis fie d U n S a tisfied
III) Rating for the Call Charges:
other cell service providers. Only one responded that the call
“Satisfied”.
are “Unsatisfied”.
30
30
24
25
20
15
10
5
5
1
0
E xce lle nt G o od S a tisfie d U n S atisfied
IV) Rating for the value added services in Airtel:
said that the value added services provided in Airtel are good but
the SMS offers are satisfactory when compared to the other cell
service providers.
are “satisfied”.
30
25
20
16
15
10
10
4
5
0
E x c e lle n t G ood S a tis fie d U n S a tis fie d
Customer Rating for Various Cell Services Providers
place.
female (10).
provider.
connection before.
reasons.
them have said that they are good, 30 of them were satisfied
Out of the 100 respondents 54% have given first place for
reliance and none of them gave first place for Tata indicom.
FINDINGS
are providing.
In many rural areas also Airtel has its network coverage and
The company has many parts in the same city or in the same
made are:
programs.
newspapers.
customers.
3. If more messages and extra talk time benefits are given then
Occupation:
a) Public Sector Employee b) Private Sector Employee
c) Business d) Student
e) Others (please specify)
Mobile No._______________________
1. Network Coverage
2. Customer Care
3. Call Charges
4. Other Benefits
(Value Added
services)
………………………………………………………………………….
………………………………………………………………………….
14) Suggestions:
………………………………………………………………………….
………………………………………………………………………….
BIBLIOGRAPHY
1) MARKETING MANAGEMENT
- by Philip Kotler
2) RESEARCH METHODOLOGY
- by C.R. Kothari
- by G.C Beri
- by Keesan warren J
Web Sites:
http://www.Airtel.co.in
http://www.Baniboovvcb.com
http://www.netmba.com
http://www.coai.com
Glossary
Brand
Brand Attributes
Functional or emotional association that are assigned to a brand
Brand Audit
A comprehensive and systematic examination of all collateral
Brand Awareness
The proportion of target customers that recall a brand.
Brand Equity
The value – both tangible and intangible that a brand adds to a
product/service.
Brand Essence
The core characteristic that defines a brand.
Brand Expansion
The exposure of a brand to a broader target customer market,
Brand Extension
The application of a brand beyond its initial range of products, or
decision driver.
Brand Identify
A unique set of association that the brand strategist aspires to
Brand Image
A unique set of associations within the minds of target customers
which represent what the brand currently stands for and implies
identify is inspirational).